26 Jan 2022 World leisure: news, training & property
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Health Club Management
2020 issue 7

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Leisure Management - Silke Frank & Florian Brauer

HCM People

Silke Frank & Florian Brauer

FIBO 2020 will set a new benchmark, ensuring virtual and live trade fairs evolve into a hybrid model, defining a future-oriented format that opens a new chapter in the trade fair industry

FIBO’s new virtual offerings will allow exhibitors to extend their reach Shuterstock

Silke Frank
Event director, FIBO Köln

Tell us about the virtual FIBO Köln
Back to Business – that’s what it’s all about. Especially in the current situation, which has hit our industry worldwide in a particular way and with particular severity, it’s vital we exchange ideas and share experiences.

With FIBO@Business, we want to give momentum to a new start for the industry. This is of fundamental importance right now – it’s about showing new perspectives, about innovation, new concepts and business cases that are relevant for the industry.

In this virtual format, FIBO also aims to have a critical function as a lead generator.

We all have to leave behind the zero hour that was the lockdown and move forward.

What will the experience be like for visitors?
FIBO@Business and FIBO@Home – which is aimed specifically at consumers – are part of the new normal. They’re not emergency solutions.

They’ll set a new benchmark for ensuring that virtual event formats and live trade fairs evolve into a hybrid model in the future. The delivery of both events this year will define a future-oriented format that opens a new chapter in the trade fair industry.

FIBO@Business will include numerous international forums, congresses and formats for trade visitors, such as streaming, webinars and product presentations. For consumers, FIBOHome will have a virtual event format of its own that will bring emotions into homes.

The focus of FIBO@Business will be on fitness, health, physiotherapy, prevention and company health management. The global character of FIBO will also be reflected in the digital trade show.

The European Health & Fitness Forum (EHFF) will kick off on 30 September. This year’s event will be held as a hybrid event – online and on-site with numerous top speakers.

We need a rapidly recovering fitness industry to be the basis for FIBO 2021

Other partners of FIBO@Business are, among others, the German University for Prevention and Health Management with its Advancement Congress, the Fittech Summit with top trends and future topics from the fitness and health industry and global media partner, HCM magazine.

What commercial opportunities are available for exhibitors?
The digital reach of FIBO is considerable compared to many trade fairs, this is a strength which is to the benefit of our customers.

We had already significantly expanded the digital business segment in the past, this year we will supplement this range of digital marketing formats with additional offers, such as product innovation videos and a range of sponsorships.

COVID-19 has accelerated an important process of change throughout the entire exhibition industry and with the investments we’re making, we’re living up to our responsibility for the health and fitness industry. This is what we must be concerned about, because we need a rapidly recovering fitness industry to be the basis for FIBO 2021.

FIBO has always aimed to stand for return on investment, how will you deliver ROI with FIBO virtual?
ROI is king. FIBO@Business is being primarily designed as a business platform.

We developed a matchmaking tool, which is used by exhibitors and trade visitors. Uptake of this tool has been excellent. In addition, we’ll be offering drop-in meetings and speed networking sessions. They will help our customers to generate leads that are in a healthy proportion to the costs that will be incurred.

What support will be available to help exhibitors excel at the virtual FIBO 2020?
Digitisation has taken a huge leap forward in recent months: in business and in our private lives.

Many of our customers have made a great leap into digital business. That is why there is a willingness to get involved with FIBO@Business.

Every exhibitor will be briefed about the options involved with using the fair by their contact on the FIBO team.

Continuous support will also be provided by FIBO’s IT service provider, with whom we have set up the highly intuitive platform.

The EHFF will take place on 30 September. What can delegates look forward to?
As explained, due to the current health situation, the European Health & Fitness Forum will be held as a hybrid event, being both online and on-site.

As usual, many of the top industry stakeholders have shown a strong commitment to the event.

FIBO’s global trade fairs will take place virtually or as hybrid events this year / Shutterstock
Florian Brauer
Global brand manager FIBO

What are your global plans?
Some of FIBO’s key global events are going virtual during the pandemic, opening up opportunities for exhibitors to reach new markets they could not normally afford to travel to.

Each global FIBO event will have its own online event to serve the ‘local’ market and community, with the content specifically adapted to the respective market conditions.

All our global events are connected, so suppliers can meet the respective local buyers

All our global events are connected, so suppliers can meet the respective local buyers – global connections are the key to success.

What are your plans for FIBO’s global events?
We remain deeply committed to the global fitness industry. In Mexico and the USA, we will serve the industry with virtual formats and content.In China we’re planning a two-day hybrid event with local people on-site and international content to be streamed virtually.

For 2021 we aim to organise on-site events accompanied by strong virtual offerings. These will have content and matchmaking components.

How will FIBO’s cycle of global events help to unite the world of fitness?

We bring together companies, personalities, products and ideas from all parts of the fitness world. We offer the platform for business and for new contacts. We also offer the opportunity for exchange: this is our contribution to strengthening the industry.


Will buyers have to pay to attend?
No, attendance is free of charge

How much does it cost to promote at FIBO?
Between €400 and €35,000

What types of sponsorship opportunities are available?
FIBO TV, social media, newsletter, website

What time does FIBO@Business
event take place? 8am – 8pm on 1 and 2 October

Where do people go to attend?

Where can I see the matchmaking software?

Originally published in Health Club Management 2020 issue 7

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